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  • Founder of Athletes Authority
  • Marketing Maverick
  • Business Strategist
  • Newsletter Publisher

“Tell Em The Price, Son!”

If you are over 30 and born in Australia, you grew up with the advertisement on television by the Little Doer Carpet Company that became famous for saying:

“Tell em the price, son.”

In this famous 16-second advert, the son was trying to sell features and benefits, while the Dad kept on yelling:

“Tell em the price, son.”

That’s because the old man knew something the young man didn’t.

When you’ve only got 16 seconds to capture someone’s attention on National Television, you can’t muck around.

You need to hit your prospects square between the eyes with the most important reason to buy from you.

And for the Little Doer Carpet Company, that big benefit was the price.

But unless you’re the director of Plus Fitness, the chances are that your best feature isn’t the price… (I’d hazard a guess and say quality might have something to do with it).

So it’s best you avoid getting caught in the trap of telling a prospect the price off the bat just because they asked.

Because the chances are, they don’t have the information they need to appreciate why you charge what you charge.

And I see this mistake happen all the time because no one ever had the gumption to tell you to stop.

One of my mentees asked for my advice on this very topic last night.

He’d received a text message from a prospect asking for the price via his web-to-text service on his website.

To this point, the prospect had no context and didn’t know the details of my mentee’s program.

More importantly, my mentee didn’t know what was important to her.

Telling her the price without this important context is the death of the sale.

Instead, this is how I’d deal with it:


Our charges will vary depending on what you need, what’s important to you, and what’s going to suit your situation the best. I am free this afternoon to give you a call if that suits? Does 4 or 6pm suit you better?


This response will facilitate a phone call, which is exactly what you want. When you get on the phone, remind yourself you have two ears and only one mouth.

Listen to your prospect’s concerns. What are they struggling with? What have they tried before? Why hasn’t it worked? What is going to be important to them?

Tailor the benefits of your program around their responses. 

Only once you’re certain you know what’s important to them and how you’ll help them get it, should you ever consider “telling them the price.”

Only let that number slip through your lips when you know the price is going to look like a downright bargain.

Because unless your selling proposition is centred around being cheap (which it probably isn’t)…

It’s pure sabotage for your business.

– Karl Goodman

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237 Elizabeth Street, Hobart
TAS 7000
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PEAQ Conditioning Coaching

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FSC Wembley

56 Grantham St, Wembley WA 6014
+61 439 296 427

FSC Wembley

56 Grantham St, Wembly WA 6014
+61 439 296 427

Bodyseek Personal Training

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+61 3 9078 3005

Athletes authority melbourne

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1300 936 563

Elite Performance Gym

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+61 7 3823 5676

Athletes Authority

16 Dickson Ave, Artarmon NSW 2064
+61 1300 936 563

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Lachlan Wilmot



  • Bachelors of Exercise and Sport Science
  • Honors in Rate of Force Development in Team Sport Athletes

Lachlan began his professional sports coaching career as the second ever employee at the GWS Giants in 2010-11 season prior to entering the AFL in 2012. Over 7 seasons, Lachlan grew a team of talented young men into back-to-back preliminary finals contenders. As the head of strength and power, his role was to turn teenagers into physically dominant men, developing their strength, power, speed and most importantly, their resistance to injury.

In 2018, Lachlan’s success afforded him the opportunity to shift codes, having been offered the role of High Performance Manager for the NRL’s Parramatta Eels.

In as little as one rebuild season, he had taken the wooden spooners of 2018 to the finals in 2019, where they inflicted the greatest defeat of the Brisbane Broncos in NRL history. By 2019, it was time for Lachlan to go ‘all-in’ on his other baby, Athletes Authority.

Now, Lachlan leads the performance program, designing the programs for all the athletes here. He works closely with the sports medicine team, just like he did in pro sport, to help athletes achieve more and reach new heights with their athletic careers.

Karl Goodman


Karl began his career in coaching as a Personal Trainer back in 2007. After competing for NSW as a Baseballer, and then competing at an elite standard as a cyclist throughout university,  Karl received the opportunity to work with Gordon Rugby in the Shute Shield competition. From there, he found a way to marry his passion in sports and competition with coaching; selling his investment property to start Athletes Authority in early 2016.

Starting from humble beginnings, the facility vision was taken to another level when Lachlan and Karl partnered up in 2017 and Athletes Authority was incorporated. It was no longer just a gym training athletes; Athletes Authority was committed to becoming a brand athletes worldwide could rely on for quality coaching, advice and service.